The Watchtower is an American corporation. Like all corporations they seek to distinguish themselves from their competitors. This is basic marketing. In marketing you distinguish your product by its brand. The brand consists of the name and the attributes of the product. Joe Rutherford decided that to distinguish his company, which was suffering from lagging sales in the 1920's due to customer dissatisfaction regarding the failure of the world to end in 1925, he would re-brand his product. Hence he invented the name Jehovah's Witnesses.
Jehovah's Witnesses use the divine name like a brand. To them use of the name (brand) identifies the righteous and non-use identifies the unrighteous. You can almost imagine it like a TV laundry soap commercial. "My clothes are clean and white because I use Tide"/"I am clean and righteous because I am a Jehovah's Witness."
What are some of the attributes of the "Jehovah's Witness brand"
1. No part of world (whatever that means -- if they were really no part of the world why would they need so many lawyers?)
2. Sell literature door to door
3. No blood transfusions (Their refusal to eliminate this ridiculous policy would be called by a marketer "defending the brand." If they changed this integral part of their brand identity they would weaken the overall brand's power. Kind of like New Coke -- remember that one?)
I could go on and on with this but the key thing to remember is to view everything that the JW's do as what any corporation would do, because that is all they are -- an American corporation.
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